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Chris Cyrille's avatar

This was an excellent read! Thanks for sharing the Brand Archetype Matrix. It gave me some questions to start thinking about branding a new apparel company. At the moment, my “internal workshop” would just be me. Do you have any advice on creating brand references to put into a unique construct with a defined architecture? Also, once the archetype is defined, how does it translate to knowing how to market on the right channel? I understand how the archetype can ensure that consumers encounter the right stories and products at the right time, but the right channel confused me.

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